Overview #
The Heartlines’ Whatsapp Fathers Matter Coach explores how a WhatsApp-based digital tool supports fathers and social fathers in South Africa. Analysis of more than 1,000 user queries shows the kinds of parenting, care and relationship support men seek, and how social media can extend behaviour-change interventions in real time.
Abstract #
Heartlines is a South African social values-based organisation. It is working to promote relational healing and encourage the active presence of fathers and social fathers in children’s lives. In a context marked by inequality, violence, and fractured family structures, Heartlines has developed a digital intervention. The “Fathers Matter Coach” is delivered via WhatsApp to provide ongoing, real-time support to fathers. This tool supplements earlier story-sharing and media-based interventions by offering AI-driven guidance on parenting, care, and relational challenges.
This paper presents preliminary findings from an exploratory analysis of over 1,000 queries submitted to the Coach. Using a multi-layered theoretical framework that integrates the Social and Behaviour Change (SBC) socio-ecological model, Social Support Theory, and the Theory of Planned Behavior. The study categorises the types of support fathers seek and examines the psychological and cultural dynamics shaping their engagement.
The analysis reveals a predominance of informational and instrumental support queries, with fewer emotional or appraisal-related requests. It also highlights a developmental pattern in help-seeking behaviour based on the age of the child. Beyond categorisation, the paper critically reflects on the limitations of digital tools in addressing the deeply relational and systemic nature of fatherhood challenges. Drawing on relational philosophy and decolonial critique, it interrogates the paradox of digital connection. That on the one hand platforms designed to foster relational healing may inadvertently displace the very community-based structures they aim to support.
The paper concludes by offering design recommendations for integrating digital tools with authentic, culturally grounded relational support systems.
Access #
Caryn Abrahams – Heartlines, South Africa (caryn.abrahams@wits.ac.za)
Location #
South Africa, WSMC conference 2025
Key words #
SBC, fathers, social media, whatsapp, values promotion, Heartlines, Social and Behaviour Change, socio-ecological model, Social Support Theory, Theory of Planned Behaviour
